Openet Marketers Handbook 20110912

8/4/2019 Openet Marketers Handbook 20110912

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Winning the Mobile Data Revenue Challenge– a MaRketeR’s hanDbook



© Copright Opt Tcom, 20112

COnTenTs

W M D R C – Mrr’ hd

Itroductio 3

Iovat to Diffrtiat - sgmtd Data Pa 4

Data Pa Iovatio – Part II 5

Mtig th nd of th Occaioa Ur 6

ibM - Th Futur of Tco i th ar 2015 8

Promotio: Wiig th Batt for th Cutomr 10

stad Out from th Crowd: Ma it Proa 11

tprc - Put Th “Proa” ito Proaiatio 12

Trutd “to Protct ad srv” 13

Mor tha Tchoog – “Brad ad Rvu Protctio” 14

Motiig Vido 15

Jpr nwr - Iovatio i th Mobi Pact Cor 16

Cotact U 17



© Copyright Openet Telecom, 2011 3

I thi -boo, Opt ad our partr IBM, Juipr ntwor, ad aat

rm Telesperience share our experiences of working with service providers on

martig ad vovig data rvic, b vragig th att i tchoog.

A rvic providr cotiu thir traitio to cutomr-ctric orgaiatio,

martig dpartmt icraig hav a gratr ta i dcidig what

rvic wi driv th bui ad th mchaim to ta th rvic to

mart. It m that martr mut produc a covor bt of improvmt

and ideas from data plan innovations, to customer experience, to delivering on

our brad’ quait promi.

Traatig a rvic providr’ martig viio ito rait, b auchig,

proviioig, ad motiig tho rvic i a formidab ta for th

operator’s IT and Marketing teams. Operators’ back-ofce systems can be a

bottc, addig cot ad owig tim-to-mart wh it com to capturig

th opportuiti prtd b mobi IP-bad rvic.

For martr to driv thi agda, th rquir a dp udrtadig

of cutomr, mart damic, ad comptitor. It ao ivov a

udrtadig of th itra capabiiti—th art of th poib. Thi -Boo

will show how marketing can use next generation policy and charging control

(PCC) oftwar, to traform thir data martig iitiativ.

PCC i th combiatio of Poic Maagmt ad Chargig. Poic provid

the intelligence, and congurability to dynamically govern what a subscriber is

aowd to do, ad th twor rourc to b aocatd, or mad avaiab

.g. Quait of srvic. Chargig govr how ubcribr pa for a rvic, th

chargig mod ud, ad maagmt of motar baac.

Togthr th mt provid martr with a frh approach to th

pricig, pacagig, promotio ad offr, abig mor iovativio, owrig

th cot to tria w ida, ad improvig th agiit to rpod to comptitiv

thrat.

Thi -boo wi provid iight, ida, ad ipiratio ito what fow

martr ar worig o to improv thir mart poitio. Do’t b trappd b

gac tm, or gac midt. st our ow ru with PCC.

Joatha Dow

Dirctor of Martig, Opt

InTRODUCTIOn




Martr pd tim, ffort ad mo acquirig a dp udrtadig of

th d ad bhaviour of thir cutomr. Traatig thi udrtadig

ito offrig that refect th cutomr i’t a, a wb of gac tm,

dpomt cot ad oftwar product chag frqut gt i th wa.

Ivtig i a brad to projct a uiqu idtit provid a partia awr.

Howvr, a th martpac bcom vr mor cuttrd with brad,

maintaining a strong, differentiated identity is difcult. When it comes to data

services, price is an important part of the marketing mix. But it is not the only

part of the marketing equation. Creating a differentiated identity and experience

i riforcd b how data rvic ar poitiod, pacagd, ad pricd.

Data pa ca b poitiod to ma a coctio with a cutomr’

requirements—to show that you best understand their needs, and are exible

ough to mt thm. It foow that Martr who uccd i cratig a

valued position will succeed in acquiring customers, and beneting from upsellopportuiti to mt thir futur data rvic d.

To dat, th mphai o data pa iovatio ha ctrd o mtrig of

data aowac, how ma MB or GB ar aowd pr pa. Oft with th

express goal of addressing network issues, associated with the heaviest users.

Howvr, martr ar tartig to oo with frh at tho am mtrig

capabiiti, uig thm a a variab i th gmtatio of thir cutomr.

Th am PCC capabiiti ud to crat data aowac ad pd tir,

provid othr powrfu opportuiti. It ma it poib to choo what ca b

included or excluded in a data allowance, and at what times of the day or week.

Thi crat a powrfu mchaim for data pa iovatio, brigig ito pa awid rag of variab uch a dvic tp, ocatio, tim of da, appicatio,

and protocols, all of which can be included or excluded from a plan.

Being able to create unique mixes is important, because these variables may be

something that a subscriber values, and therefore may be willing to pay extra

for. Th ot o offr ubcribr th prci rvic th ar ooig for, but

allows for them to do so in real-time. This gives marketers tremendous exibility

to price and promote data plans at exciting price points.

A data mart ptratio ad rvu approach critica ma, mor

ophiticatio i mrgig with how ubcribr ca b gmtd. A

ubcribr data d fragmt, martr miima d to addr th dof novice subscribers, i.e. those who are beginning their mobile data experience.

Lucrative power users, i.e. those experienced customers, who know what they

wat, wi ao d taiord offrig, ad th thr i vr cutomr i

btw.

PCC crat ormou opportuiti to gmt, to crat targtd ad vaud

pacag. Martr ca ow crat pric poit that aow thm to acquir w

Create Targeted Packages

- Create competitively priced, tiered service plans

- Sell application-specic plans

- Charge extra for usage of Peer-to-Peer protocols

- Create an upgrade path to monetize data growth

ubcribr, ad provid a path to up mor

rvic ad biggr data pa, a coumr

gt ud to th data rvic.

InnOVATe TO DIFFeRenTIATe - seGMenTeD DATA PlAns




More and more, people are living a connected life: wishing to experience their

rvic awhr, atim ad mor frqut o a dvic. Th approach

martr choo to mt th d provid cop for opportuit ad

diffrtiatio.

To date, many operators are seeking to differentiate based on exclusivity of their

dvic. Howvr, if hitor t u athig, it i that th advatag cofrrd

b hardwar ar tmporar. evtua, th coo form factor, th fatt

procor, v th Ur Itrfac bcom maitram, ad oftwar, ad

rvic aum a prmit ro.

Data pa iovatio houd ot b imitd to what gt mtrd, ad pd

tir. A cutomr ratiohip with thir dvic vov ad morph, thr i a

opportuit for martr to do omthig itrtig ad diffrt, to crat a

utaiab poit of diffrtiatio.

PCC gives marketers the exibility to adopt different strategic approaches to the

proifratio of ubcribr dvic ad dmad for data acc. PCC provid

exibility with how operators and subscribers can manage their balances,

accounts, and services. This includes being able to create data plans specic to

a dvic, or o hard b mutip dvic, or b mutip ubcribr.

Crucially, it does so exibly. And this exibility is essential, as it enables

martr to av o cot, rduc tim to mart, ad quic tria ida.

Thi ma om ubcribr ca b offrd th poibiit to har a data

allowance between their smartphone and tablet device. While for example, apart ca har thir mobi itrt aowac, b aociatig thir chidr’

dvic with thir accout.

This exibility also pays dividends when it comes to managing the customer

experience associated with these options, especially when integrated with

ubcribr porta. subcribr ca choo to damica add a w rvic,

which ca b purchad o a rcurrig or o-rcurrig bai. Additioa, ra-

time threshold notications can be sent, with subscribers being redirected to

adig pag to viw thir baac or to purcha additioa rvic.

Offering exibility to subscribers with how they use their data services creates an

opportuit to buid oat. Cuttig pric ad offrig mor data aowac i

not the only choice for operators. Providing value extends beyond low price.

Subscriber Focused Bundle

- Subscriber centric balance: sharing a databalance among a number of devices e.g.between an iPad and iPhone

- Family data plans: allowing a data balance tobe shared among a dened subset of subscribers

- Bolt-on: enabling a tethering option to bepurchased for an extra charge

DATA PlAn InnOVATIOns – PART II




Th ra of th occaioa mobi itrt ad broadbad ur i ow with u. I

thi ca, occaioa rfr to th cotract tatu of th ubcribr. savv w

ur hav 3G or 4G abd dvic, uch a tabt dvic, but oft prfr

to coct via WiFi. Or ubcribr wh th ar travig abroad rquirtmporar acc, ad wat gratr cotro ovr thir roamig cot.

Howvr, th attractiv of havig a optio to coct to a 3G or 4G

twor, a dd, i udiab. For th ubcribr, a prpaid approach

offers the maximum amount of exibility and convenience. Targeted at the needs

of the occasional user, these data plans offer the ideal mix of convenience with

ra-tim cotro of cot ad uag.

Service Passes create substantial cost and revenue benets. They include

th abc of dvic ubidiatio cot, ad ubtatia owr rvu

collection costs. More importantly it expands the customer base for data plans

bod tho itrtd i cotract. It ao prt a chag, a ubcribrcommitmt caot b ta for gratd.

Th ad hoc atur of rvic pa bad ratiohip rquir oprator to

offer connectivity of exible duration, make it easy to purchase, and ensure

rvic ar immdiat proviiod. srvic Pa provid uch a optio,

abig oprator to crat a ucrativ w rvu tram.

PCC makes it easier to create Service Passes, enabling marketers to extend their

product portfoio to crat high gmtd offr. Thi ma w rvic

pa ca b rod out to mt d for data gmtd b voum, pd,

applications, and price. For maximum customer convenience, Service Passeshoud upport mutip pamt tp icudig crdit card, prpaid rcharg,

bid to pot-paid accout, ad v Papa.

srvic Pa bad o a PCC ifratructur, ab oprator to rapid

dpo a varit of pa to mt cutomr’ divr d ad tur thm ito

rvu. It miimi th impact o th twor ad biig tm, providig

a damic cotro ad motiatio ar btw twor dvic ad bac-

d tm. Thi rduc itgratio ovrhad, ad tim to mart. Maig

chag uch a dicout, chagig of quota,or th additio of promotioa

offr, ca b mad i hour itad of w.

Wh dpod i a itgratd fahio with proviioig tm, ad cutomrf-ubcriptio capabiiti, it provid a d-to-d outio providig a rapid

dpomt viromt. Th srvic Pa’ i rvic ad dvic agotic

capabiit ma it a to upport w mobi dvic, moti popuar

appicatio, ad othr rvic opportuiti.Service Passes

- Sell access to data services without requiring along term contract

- Slice and dice how services are sold, and chargingmodels used

- Support multiple payment methods, includingauto renewal options

- Subscriber transparency into data consumptionand threshold alerts

MeeTInG THe neeDs OF THe OCCAsIOnAl UseR



7

Transform the Customer Experience withOpt Poic ad Chargig Cotro

t h e W

o r l d ’ s

n u m b

e r 1

P o l i c y

v e d o

r *

*ifc Mrc 2011 Rpr:



Aftr a dcad of uprcdtd chag, whr th phoma growth of

mobi tpho ha giv ri to a ra i which ao who wat – ad ca

afford – telephony has it, the industry is at an inection point as it postures itself

for futur growth . . . or urviva. U th tcom idutr i ab to rivtitself as it did with mobile telecommunications in the 1990s, the next few years

could usher in a period of at/ declining growth as opportunities for industry

growth bad o icraig cutomr ptratio gradua dimiih.

I it ‘Tco 2015 Fiv tig ar, four futur cario’ IBM mappd a umbr

of cario for oprator bad o a ri of dciio, ad viromta

iu. Th foowig four cotratig cario dpict what th idutr coud

look like ve years from now.

Survivor Consolidation: I rgio with a proogd coomic dowtur,

rducd coumr pdig ad to rvu tagatio or dci.

Service providers in developed markets have not signicantly changedtheir voice communications/ closed-connectivity service portfolio and

have not expanded horizontally or into new verticals. Investors’ loss of

condence in the sector produces a cash crisis and elicits industry

cooidatio.

Market Shakeout: Atrativ, a proogd coomic dowtur

or a wa ad icoitt rcovr, ma ivo a diffrt approach

that ad to a diffrt outcom - th Mart shaout. Th idutr vrtica

itgratio mod i diaggrgatd, ithr o voutar bai or forcd b

investors as separate businesses may attract superior/sustainable returns.

Rtai brad mrg to coct ad pacag rvic from diaggrgatd uit.

Th mart i furthr fragmtd b govrmt, muicipait ad atrativproviders (e.g., local housing associations or utilities) that extend ultra-fast

broadbad to gra ara, whi privat ifratructur ivtmt ar imitd to

d popuatd ara. srvic providr oo for growth through horiota

expansion and premium connectivity services sold to application and content

providr, a w a bui ad coumr.

Clash of Giants: Providr cooidat, cooprat ad crat aiac to

compete with Over the Top (OTT) players and device/network manufacturers

that are extending their communication footprints. Mega-carriers expand their

mart through ctiv vrtica (.g., mart ctricit grid ad -hath) for

which th provid pacagd d-to-d coctivit outio. Tco dvop

a portfoio of prmium twor rvic ad bttr-itgratd digita cott

capabilities to deliver new experiences.

Generative Bazaar: Barrir btw OTT ad twor providr bur a

rguatio, tchoog ad comptitio driv op acc. Ifratructur

providr itgrat horiota to form a imitd umbr of twor co-

oprativ that provid prvaiv, affordab ad urtrictd op

coctivit to a pro, dvic or objct, icudig a rapid

expanding class of innovative, asset-light service providers.

IBM’ modig of th four cario uggt

Grativ Baaar a th mot attractiv

outcome in terms of revenue, protability

and cash ow projections. However, iti ao th mot chagig cario

bcau of th dramatic dgr of chag

it wi dmad from th idutr. Cah of

Giat ma, idd, b mor a pauib ad

natural evolution in a recovering/slower-growing

economy, even if revenue and protability potential

i tha i Grativ Baaar.

sTRATeGIC PeRsPeCTIVe: THe FUTURe OF TelCOs In THe yeAR 2015



This article is an abridged version of original text, approved by IBM, from an

IBM Institute for Business Value Executive Report called ‘Telco 2015 -Five telling

ar, four futur cario’.

The full report can be downloaded from:www.ibm.com/iibv

Cah of Giat i triggrd b th dtrmiatio of tcom providr to ta

on Internet communication providers, identied by 76 percent of telecom

executives as the greatest competitive threat to their businesses over the next

ve to ten years – well ahead of traditional cable and content providers. Ina idutr tia fragmtd b gograph ad atioa rguatio,

th abiit of Tco to gag goba OTT providr that ar rativ

ucumbrd i thir rach wi rquir goba aiac, coopratio ad

tadardiatio.

Th ca bgi to accompih thi through gratr goba idutr coopratio

o commo capabiiti ad patform to improv comptitiv with goba

OTT providr. Th ro of rvic providr ca b hacd i adjact

vrtica mart, abig w bui mod i hath, mart grid, traport,

rtai, baig ad mor. Furthr growth ca b achivd through prvaiv,

op coctivit for a pro, objct ad a mutitud of coctd

dvic b timuatig third-part iovatio ad vragig cutomr adnetwork insights to deliver new experiences that help to accelerate the

vovig digita coom.

Oprator wi d patform to improv comptitiv, to provid

th ma to moti iovatio, improv comptitiv with

goba OTT providr ad vrag cutomr ad twor iight

to deliver new experiences. Policy and Charging Control can be

o uch traformatioa patform: upportig covrgt

xed-mobile, prepaid-postpaid, voice, data and video

rvic.

sTRATeGIC PeRsPeCTIVe: THe FUTURe OF TelCOs In THe yeAR 2015- COnTInUeD




thrhod, tim-of-da, ocatio tc. What thi ca traat ito, i trm of

tcommuicatio rvic, ar th ro-ratig of crtai appicatio from

pamt ad mtrig .g. Fr Facboo Frida, Happ Hour promotio, ad

budig of ocia appicatio with crtai voic pa.

Th promotioa capabiiti provid a ri-fr approach for ubcribr to

tr out w rvic. With PCC, martr ca ow tria diffrt tactic to tic

tho who hav vr ud data, couragig th cot cociou with pcia

offr, attractig occaioa ubcribr to ma a ogr commitmt, or

providing a high-value customer with that something extra.

What’ mor thi ca b do quic ad at ow cot. Martr ca auch

new promotions fast, and use a subscribers’ prole to deliver tightly targeted

promotio. subcribr ca b dirctd to th promotio with rdirct to a

adig pag, or via sMs, or through IVR. Importat, cutomr ca accpt

th promotio i ra-tim, to bu ad u w rvic immdiat.

Everyone loves a surprise. Delighting the customer is the experience that many

operators strive towards. However, a one-size ts all approach won’t work;

proai our promotio with PCC.

Whi much i right mad of th it comptitio oprator’ fac i thir

bui, th fact rmai that with goba ptratio of 3G data at o jut ovr

20%, martr hav a grat opportuit to acquir w data rvic cutomr.

Whi th u of data rvic i trog i crtai cutomr catgori, martr

ar cotiua chagd to covrt voic ad magig ubcribr to

rguar data ur, ad acquir w data ubcribr. Icraig, martr

ar adoptig th tactic of rtair, uig promotioa mthod that ivov tria

priod, dicoutig, budig ad mor.

Wiig th batt for th cutomr wi dpd o icraig ach cutomr’

mobi pho uag, ig additioa rvic to ach ur, ad icraig th

length of each customer relationship to generate maximum customer lifetime

rvu.

PCC (Poic ad Chargig Cotro) ab oprator to b mor rpoiv

ad grauar i thir approach with promotioa offr. It ma it air to

quic turaroud promotio, a it mov th dciio poit awa from bac-

d Bui support stm, uch a Biig, ad cor to th cutomr.

Wh combid with th viibiit it provid of appicatio o th twor, it

hac martig’ abiit to ta actio.

It provides a highly congurable decision point, for marketers to trigger real-

time promotions based on subscriber data plan, current activity, usage prole,

PROMOTIOns: WInnInG THe BATTle FOR THe CUsTOMeR

Provide risk-free trials to improve services adoption- Lower the costs of subscriber acquisition

- Encourage rst time smartphone users to try data

- “Happy Hour” promotions to drive trafc

- Bundle applications with voice and text plans

- Support advertising/sponsor funded access




From many perspectives, operators sit at the centre of the customer experience.

Whi much atttio i paid to dvic, ad OTT rvic—oprator ar th

gu that bid th cotm togthr—providig badwidth, dvic ubidi,

cutomr upport, pamt mchaim ad much mor.

The customer experience is one of a few differentiators that competitors nd it

hard to cop. A data pa optio icra to upport bttr gmtatio, thi

ca ad to cofuio. subcribr ca worr if th’r o th right pa, if th

ra d to bu that upgrad, or ar pdig too much for thir mobi uag.

A data pa optio mutip, oprator d to addr ubcribr cocr ovr

uag aowac, cot, ad appropriat of thir pa.

With a icraig umbr of data pa, rvic optio, ad wa to pa for

services, operators have to work harder to manage the experience on behalf of

customers. As things become more complex, being able to provide subscribers

with immdiat, rvat, ad proaid iformatio, ad abig thm to

take action, self-sufciently, is very powerful.

PCC (Poic ad Chargig Cotro) ma it air for ubcribr to acc ira-tim, thrhod tatu, data aowac iformatio, upgrad, ad promotioa

information data. It introduces much needed exibility to BSS processes to

address billing inexibility, manage dispersed subscriber information, and

improv cutomr viibiit of thir data coumptio. Thi ma it poib

for martr to cot-ffctiv act to improv timi ad rvac of

cutomr commuicatio, .g. rdirctig a cutomr to a adig pag who ha

coumd thir data aowac to purcha mor.

Wh itgratd with a ubcribr porta, cutomr ca u thi viibiit

ad owdg to f-ct th corrct pa, promotio, or thrhod imit.

Thi av o ca to cutomr car, rducig cot ad raiig ubcribr

atifactio.

A th portfoio of rvic ad choic bcom mor varid, oprator ca

play an important role in managing this complexity on behalf of its customers.

To manage the context, communication, and offers for subscribers—marketers

must enable a mixture of push and pull reporting activities. For example,

proactiv puhig quota art to p cutomr iformd, ad abig

subscribers to self-sufciently pull and interact with their account and entitlement

dtai.

A oprator offr mor gmtd pa, icra thir portfoio of rvic,

ad attmpt to u thir owdg of cutomr to buid c or ratiohip,

they need to deliver a cohesive, unique, and personalized experience.Puttig cotro i th had of ubcribr wi icra uag, oat, ad

cutomr iftim vau. Oprator who matr what, how, ad timi of

th iformatio ad offr, hav a opportuit to add th “wow” factor to thir

brad.

sTAnD OUT FROM THe CROWD: MAke IT PeRsOnAl

The Empowered Subscriber

- Enable a ‘friction-free’ sales experience

- Provide subscriber notications of usage & thresholds- Self-manage account details, data spending limits,

and content controls

- Manage roaming services and bill-shock




t Cmr Prpc

Tpric biv that ma cutomr ar o ogr motivatd o b

pric. Th hav com to udrtad that “vau” i mor importat to thmtha th chapt poib pric. Howvr, th ar cofud ad frutratd

by over-complex offers and upset that mobile service providers seem intent on

rwardig wcomr mor tha oa cutomr. Mot cutomr f thir

rvic providr do ot udrtad thm or thir d, ad ar uhapp that

they are expected to predict their usage not just for the next six months but for

the next two years or even longer.

What most customers desire is certainty, and this is why at rate charges were

appealing to them. If mobile service providers want to move away from at rate

chargig, th th d to ur rpacmt ar a to udrtad, car

ad ar prcivd a big fair.

Mot importat, thr i o “ir” tariff, rvic or bud. Th “ir” offr

i high idiocratic—that i, it i o that mt a idividua’ d. To

dicovr what thi oo i ma uig rvic uag ad cutomr data to

dig mor appropriat tariff, offr, ad product, ad to targt th at th

cutomr who d thm.

Fia, mobi rvic providr d to gt out of th habit of tig cutomr

what th ca hav, ad tart itig mor to what th d. Thi rquir

both “paiv itig” i th form of aaig cutomr data ad “activ

itig” i th form of havig mor frqut ad maigfu diaogu with

cutomr.

tr Cm

Rrc d Pc Drcr, tprc.

Thi artic i ta from a origia rport, poord b Opt.

The full report can be downloaded from : www.openet.com/personalization

PUT THe “PeRsOnAl” InTO PeRsOnAlIzATIOn




Cott i ig. It provid om of th mot compig rao for coumr

to go online; to search out new and more convenient access to entertainment,

education, information, and work. As internet usage extends to more customers,

it rach ougr ur, ad othr who ar uawar of th a acc touavour cott o th itrt.

From a ubcribr prpctiv, oprator hav a trutd poitio. To a arg

dgr thi i a utouchd opportuit. A mor appicatio go OTT,

oprator ca u thir uiqu poitio ad owdg of cutomr ad what’

going on in their network to manage the customer experience.

Martr ca add vau for thir cutomr, b abig proaid cotro

aroud cott acc, protctig ur, to pa a gratr ro i th digita

mdia cotm.

PCC ca b ud to ur th corrct actio ar ta for ach ubcribr.This means that for subscribers who have content ltering controls, operators

ca dtrmi i ra-tim if a ubcribr’ rqut i authorid to acc th

cott.

Many operators offer basic URL ltering as a free service. This protects

subscribers from many of the unpleasant aspects of OTT services. For example,

part ca u thi rvic to cotro thir chidr’ acc to iappropriat

cott.

With PCC baic cotro ca b hacd with a umbr of additioa

proaid optio, icudig th additio of pdig imit, idividua

commuicatio rvic cotro, appicatio rtrictio, proaid art,

uag rportig, ad ocatio bad cotro. Martr ca u thadditioa fatur to form a hacd rvic, to crat a w offrig ad

rvu tram from th cotro.

Oprator ca u thir poitio i th twor to proai ubcribr

experience, to protect subscribers, and participate more fully in the content

divr proc. Thi appi to famii, but qua to corporatio, adducatioa tabihmt, who icraig r o Itrt abd dvic

to ditribut cott ad for productivit gai.

TRUsTeD “TO PROTeCT AnD seRVe”

Personalized Controls and Subscriber Protection

- Enable customers to set personalized options

- Restrict access by type of service, or categorized content

- Enforce decisions according to user’s prole

- Filter URL’s based on content categories or black lists

- Set Time-of-Day, or Day-of-Week access restrictions




*Cisco Visual Networking Index: Global Mobile Data, Trafc Forecast Update, 2010–2015

**Fdra Commuicatio Commiio, Obi Tchica Rport, 2010

Aftr ar of oprator big forcd to compt for cutomr o pric, thr

ar ig that mobi itrt ad broadbad ur car a much about twor

quality as price. Operators who can ensure a quality experience, have an

opportuit to caw bac om pricig powr. Iroica though, a mor uagad mor dmad ar pacd o twor badwidth, for ma oprator

rvic i bcomig icraig uriab, twor ar bcomig ovroadd,

ad capacit i big cruchd.

From a martig prpctiv, big ab to riab aur ubcribr Quait

of Service, delivers not just a better customer experience, but can be an

importat apct to protctig th prcivd quait of th brad.

It’ car a critica iu, with forcat howig dmad for data du to

accrat. Th wid quotd Cico VnI Mobi forcat* from Fbruar 2010,

estimates that worldwide mobile data trafc will double every year through

2014, icraig b a factor of 39 tim btw 2009 ad 2014. Ivtmt i

twor capacit ao wi ot ur oprator ca utaiab divr a high-performance broadband experience.

With 10 percent of subscribers generating approximately 70 percent of total

network trafc**, pressure on capacity is affecting the experience of all

ubcribr. PCC ca b ud to aig data pa with ubcribr uag, to

inuence subscriber behaviour. It can reduce stress during peak congestionpriod ad whr car, maag badwidth-itiv appicatio ad

rvic durig priod of twor trai. It do thi b damica cotroig

network resources to deliver the best possible user experience, given network

coditio ad cogtio pattr at a poit i tim.

Poic maagmt ab carrir to bcom mor cogtio ad

application specic in how they manage the ow of data trafc on their networks,

impmtig tru, damic, ra-tim ubcribr maagmt cotro to

optimize the mobile experience, minimize congestion in the network, and reduce

augmtatio cot.

MORe THAn TeCHnOlOGy – BRAnD & ReVenUe PROTeCTIOn

Protecting and Assuring Quality of Service

- Control unauthorized or excessive subscriber usage- Reduce the impact of bandwidth hogging applications

- Protect network resources ensuring better QoE

- Ensure that high value services are protected




Video and media services have emerged as the primary driver of data trafc,

and their popularity is forecast to grow. The data trafc driven by these services

threatens to wipe out data trafc prots. Operators are putting in place remedies

to ta th trai off thir twor, ad icra id. Howvr, thactivities only address the cost side of the protability equation.

A mor powrfu dvic bcom avaiab, oi vido rvic uch a

YouTube, Netix, iTunes, and TV Everywhere are becoming ever more popular.

Vido accout for a avrag of 40 prct of th tota voum i wir

networks worldwide, Bytemobile’s Mobile Minute Metrics reports. This trafc

surge threatens to wipe out data trafc prots. However, video also represents

a opportuit to wi mor rvu ad provid a diffrtiatd rvic.

Uig PCC, oprator ca offr w, gmtd rvic bad o diffrt

ubcribr, ad vido rvic d. Optimiatio tchoog ca maag

trafc more efciently, but it does not link growth to revenues.

Icrad dmad o capacit rquir gratr cotro of twor ad th

ability to manage the quality of subscribers’ mobile video experience.

Marketers can increase protability by serving content more efciently, to more

subscribers and delivering a superior user experience to reduce churn. Media-

bad poic forcmt capabiiti ab oprator to pa ad impmt

tiered service plans to monetize trafc by subscriber usage.

Taking advantage of new content, applications, and devices; subscribers will

consume all available bandwidth and still expect the same quality of service that

cam with thir origia rvic pa—if ot bttr. Thi trd wi cotiu a

iv tramig vido broadcat ad vido-o dmad go maitram.

MOneTIzInG VIDeO

Managing Video Trafc and Making Money

- Create new revenue streams from video & other media- Use Quality of Service to differentiate offerings,

by video type & plan

- Add subscriber intelligence to data ofoad strategies




t tcy Prpc

Th mobi idutr i udrgoig a major traformatio that i big driv

b th ri of th martpho. Th dvic, which ca bt b thought of amobile computers, are driving a tremendous amount of trafc across mobile

twor. Mobi oprator ar ig growth rat approachig 100% y-o-y,

and the expectations are that this will continue well into the middle of the

dcad. W ar ao aticipatig a mov to VoIP tchoogi oc lTe ra

starts to take hold. Once that happens all trafc will run through the mobile

pact cor.

Thi ha impicatio ot o o twor dig, but ao o bui mod.

Can operators be as protable with packet data services as they have been

with traditional voice and SMS services? Prots can’t simply come from data

carriage. Operators must look for additional ways to monetize the packet trafc

ruig ovr thir twor. Th “cah rgitr” i th mobi word i rapidbecoming the GGSN/P-GW in concert with Policy and Charging Control (PCC).

Th good w for oprator i that th hav acc to iformatio that ca

be used to enhance the user experience and generate additional revenues.

Thi icud owdg of biig ip cod, th id of cott accd

(from packet ltering), the mobile device type, the billing plan, the subscriber’s

ocatio, ad much mor. Thi ca b ud i cocrt with th oprator’ abiit

to effect quality of service to provide an enhanced user experience. But what

kinds of services would benet from these capabilities? The choices here would

icud ubcribr rvic, cott providr rvic, ad machi-to-machi

rvic. Th attr two rprt a grat utappd ourc of rvu for mobi

oprator.

For oprator to dvop iovativ w rvic, th d iovatio from a

acro th cotm. Iovatio tpica com from a arg op cotm

with ow barrir to tr. Thi i oft at odd with a mobi word whr thr

ar uua a ma umbr of vr arg vdor. Much of thi rat to th

ormou R&D ivtmt rquird to dvop pact cor ad RAn outio.

so how do w crat a cimat for iovatio withi th mobi pact cor?

How ca w ab ma agi vdor to thriv i thi viromt -- vdor

who wi brig to mart compig w rvic? Th awr i i a op

softwar Dvopmt kit (sDk) ruig i th mobi pact cor, which wiuoc th rvic cratio ad rvic vocit pottia of our twor. Thi

approach wi aow ma iovativ compai to dvop compig w

rvic. Th rvic ca acc iformatio o ur prfrc, ur

ocatio, ur biig addr, tc. Th obviou pac to poitio th op sDk i

on the P-GW/GGSN. This device has knowledge of the subscriber, connectivity

to th PCRF, ad provid th PCeF fuctio.

The most interesting benet from this approach rests with options that may allow

mobile operators to extract revenue from upstream content providers. This has

og b th “ho grai” of th mobi idutr a thr ar imit to th amout

of revenue that can be extracted from the subscriber. Content providers are

looking for an enhanced user experience that will bring more subscribers to theirit. your mobi cor i a rich viromt for iovatio that ca ma thi a

rait ad crat a wi-wi for oprator ad cott providr.

InnOVATIOn In THe MOBIle PACkeT CORe

PCeF Poic Chargig eforcmt Fuctio

GGsn Gatwa GPRs support nod

PCRF Poic Chargig Ru Fuctio

P-GW Poic Gatwa




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thm, ad miimi th cot to rv thm. soud imp uti ou tr to

do it with millions of subscribers supported by inexible legacy infrastructure

amidt a vr-chagig t of bui rquirmt. To uccd i thi

environment, you must rst know your subscribers and how they use your

services, be capable of deploying innovative business models that maximize

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intelligently and efciently. This is making the most of every network and

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Documents

Openet Marketers Handbook 20110912